Articles
Hearables Propel the Wearables Market in the Second Quarter in Response to New Demands and Opportunities, According to IDC
PC and Tablet Shipments to Grow 3.3% in 2020.
Hearables Propel the Wearables Market in the Second Quarter in Response to New Demands and Opportunities, According to IDC
PST Amstelveen NL, August 31, 2020
The market for wearable devices grew 14.1% during the second quarter of 2020 (2Q20), thanks to strong demand for hearables and continued interest in tracking health metrics during these dire times. While the total market ballooned to 86.2 million units during the quarter, the growth was unevenly spread across the various form factors according to new data from the International Data Corporation (IDC) Worldwide Quarterly Wearable Device Tracker.
“Hearables show much stronger and broader demand than smartwatches and fitness trackers,” said David Myhrer, research vice president for IDC’s Consumer Technology Strategy Service. According to data from IDC’s U.S Consumer Technology Purchase Index survey, self-reported consumer spend in the U.S. on hearables built throughout the quarter and into July, up 7% over the April benchmark. Comparable self-reported spend on smartwatches and fitness trackers was down by about a third.
“The data make it clear just how discretionary a purchase smartwatches and fitness trackers are. Demand among those with low incomes has dried up almost completely. Meanwhile, consumers at the top of the market remain bullish,” added Myhrer.
“Around the world, many organizations have also started to use wearables to help the fight against COVID-19,” said Jitesh Ubrani, research manager for IDC Mobile Device Trackers. “Not only are wearables being used to track symptoms, but also to warn wearers when social distance isn’t being matained.”
Lastly, the wearables market has benefited from COVID-19 as many vendors have seen an uptick in services. “Health continues to be at the forefront of use cases for wearables, but with gyms closing and outdoor activities limited, users have opted for online or in-app fitness sessions and this has ultimately helped vendors to ramp up the services side of their wearables businesses,” said Ubrani.
Product Highlights
Hearables* grew 32.6% and accounted for 60% of all wearables during the quarter. Apple led the charge here as it managed to ship 23.7 million Airpods and Beats products, followed by Samsung and Xiaomi. This category continues to be dominated by smartphone brands as the opportunity to bundle remains high while traditional headphone makers such as Sony, Bose, Jabra, and others rank lower but focus on the premium end of the market. Earworn wearables continue to be popular as people work/learn from home and require hearables to maintain privacy while remaining connected with their various devices and services.
Watches and Wristbands represented 39.2% of all shipments, down from 46.8% in the second quarter of 2019. Combined, shipments for these devices declined 4.4% from last year and totaled 33.7 million units. The top vendors – Apple, Huawei, and Xiaomi – gained share and dominance while many other vendors struggled to convince consumers that these devices are “must haves” during an economic downturn. That said, there have been signs of positivity as some brands, such as Fitbit, invest in disease detection while others, such as Samsung, have deployed wearables to track physical distance between wearers in order to encourage social distancing.
Other wearables, such as clip-on devices or connected clothing, did not fare well during the quarter as the category declined 58.7% year over year. The one bright spot was Oura, which was recently adopted by the NBA in an effort to track players’ health during the pandemic. While the deployment has been relatively small and its efficacy remains unproven, it has nonetheless brought attention to wearables as a whole and may lead to a short-term bump for the entire category.
Top 5 Wearables Companies by Shipment Volume, Market Share, and Year-Over-Year Growth, Q2 2020 (shipments in millions) | |||||
Company | 2Q20 Shipments | 2Q20 Market Share | 2Q19 Shipments | 2Q19 Market Share | Year-Over-Year Growth |
1. Apple | 29.4 | 34.2% | 23.5 | 31.1% | 25.3% |
2. Huawei | 10.9 | 12.6% | 6.9 | 9.1% | 58.0% |
3. Xiaomi | 10.1 | 11.8% | 8.9 | 11.8% | 13.5% |
4. Samsung | 7.1 | 8.3% | 7.1 | 9.4% | 0.9% |
5. Fitbit | 2.5 | 2.9% | 3.5 | 4.6% | -29.2% |
Others | 26.1 | 30.3% | 25.7 | 34.0% | 1.6% |
TOTAL | 86.2 | 100.0% | 75.5 | 100.0% | 14.1% |
Source: IDC Worldwide Quarterly Wearable Device Tracker, August 2020 | |||||
Top 5 Wrist-Worn Wearables Companies by Shipment Volume, Market Share, and Year-Over-Year Growth, Q2 2020 (shipments in millions) | |||||
Company | 2Q20 Shipments | 2Q20 Market Share | 2Q19 Shipments | 2Q19 Market Share | Year-Over-Year Growth |
1. Huawei | 8.1 | 24.0% | 5.5 | 15.7% | 45.8% |
2. Xiaomi | 6.9 | 20.4% | 5.9 | 16.8% | 16.6% |
3. Apple | 5.8 | 17.1% | 5.1 | 14.4% | 13.7% |
4. Fitbit | 2.5 | 7.3% | 3.5 | 9.8% | -29.3% |
5. Garmin | 1.5 | 4.5% | 1.7 | 4.7% | -8.5% |
Others | 9.0 | 26.7% | 13.6 | 38.6% | -34.0% |
TOTAL | 33.7 | 100.0% | 35.3 | 100.0% | -4.4% |
Source: IDC Worldwide Quarterly Wearable Device Tracker, August 2020 | |||||
Note: Wrist-worn wearables includes Smartwatches (e.g. Apple Watch, Wear OS watches), Basic Watches (e.g. Huawei Watch GT, Fossil’s Hybrid watches) and Wristbands (e.g. Xiaomi Mi Band).
* For an earworn device to be considered a wearable by IDC’s definition, it must offer functionality beyond audio, like a smart assistant, health and fitness tracking, or audio experience enhancement.
About IDC Trackers
IDC Tracker products provide accurate and timely market size, vendor share, and forecasts for hundreds of technology markets from more than 100 countries around the globe. Using proprietary tools and research processes, IDC’s Trackers are updated on a semiannual, quarterly, and monthly basis. Tracker results are delivered to clients in user-friendly excel deliverables and on-line query tools. To see more of IDC’s worldwide wearables market data, go to https://www.idc.com/promo/wearablevendor.
For more information about IDC’s Worldwide Quarterly Mobile Phone Tracker, please contact Kathy Nagamine at 650-350-6423 or knagamine@idc.com.
Click here to learn about IDC’s full suite of data products and how you can leverage them to grow your business.
About IDC
International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. With more than 1,100 analysts worldwide, IDC offers global, regional, and local expertise on technology and industry opportunities and trends in over 110 countries. IDC’s analysis and insight helps IT professionals, business executives, and the investment community to make fact-based technology decisions and to achieve their key business objectives. Founded in 1964, IDC is a wholly-owned subsidiary of International Data Group (IDG), the world’s leading tech media, data and marketing services company. To learn more about IDC, please visit www.idc.com. Follow IDC on Twitter at @IDC and LinkedIn. Subscribe to the IDC Blog for industry news and insights: http://bit.ly/IDCBlog_Subscribe.
All product and company names may be trademarks or registered trademarks of their respective holders.
PC and Tablet Shipments to Grow 3.3% in 2020.
Before Resuming Their Long-Term Decline in 2021
PST Amstelveen NL, August 31, 2020
The first half of 2020 has seen a resurgence in the PC and tablet markets and demand continues to outpace supply. The demand is largely being driven by work from home and at home education needs, although the general lockdowns produced some additional buying for entertainment purposes. As a result, International Data Corporation (IDC) expects the personal computing devices (PCD) market, which includes traditional PCs, tablets, and workstations, will grow 3.3% year over year in 2020 with shipment volumes reaching 425.7 million units.
This year’s growth is notable given that 2019 was an unusually strong PC market, largely driven by commercial purchases for the Windows 7 end-of-support transition. And the COVID-19 response accelerated demand for PCs and tablets from both the commercial segment and the consumer segment this year. “Consumers have been stuck at home, unable to spend on restaurants, movies, and other day-to-day activities,” said David Myhrer, research vice president for IDC’s Consumer Technology Strategy Service. “Technology has been the big winner in all of this as device spending has been especially surprising, with spend at year-end, holiday-like levels throughout much of the second quarter.”
While this recent surge in PC and tablet demand still has some legs, IDC expects the PCD market to decline in 2021 as businesses and consumers continue to deal with the economy uncertainty brought on by the pandemic. Looking ahead the market is forecast to resume its long-term decline with a compound annual growth rate of -2.2% as shipments fall to 389.6 million units in 2024.
“Schools around the world are already scrambling to procure notebooks for their students. The excessive demand, some short-term component shortages, and general uncertainty about the upcoming school year have led many schools to purchase as many units as they can,” said Jitesh Ubrani research manager for IDC’s Worldwide Mobile Device Trackers. “Unfortunately, these additional purchases during 2020 means that many schools will have blown through their future budgets, which will contribute to double-digit declines in the education segment during 2021 and 2022.”
Personal Computing Device Forecast by Product Category, 2020-2024 (shipments in millions) | |||||
Product Category | 2020 Shipments* | 2020 Market Share* | 2024 Shipments* | 2024 Market Share* | 2020-2024 CAGR |
Desktop | 72.8 | 17.1% | 66.0 | 16.9% | -2.4% |
Detachable Tablet | 62.1 | 14.6% | 57.3 | 14.7% | -2.0% |
Notebook | 198.3 | 46.6% | 193.8 | 49.7% | -0.6% |
Slate Tablet | 87.5 | 20.5% | 65.4 | 16.8% | -7.0% |
Workstation | 5.0 | 1.2% | 7.1 | 1.8% | 8.9% |
TOTAL | 425.7 | 100.0% | 389.6 | 100.0% | -2.2% |
Source: IDC Worldwide Quarterly Personal Computing Device Tracker, September 1, 2020 | |||||
Table Notes:
- All figures represent forecast data.
- Traditional PCs include Desktop, Notebook, and Workstation.
- Total tablets include both slate and detachable tablets.
- 2-in-1 devices are a category including convertible PCs and detachable tablets. Convertible PCs are notebook computers equipped with an integrated keyboard and display that can be used in either a traditional notebook configuration or a slate configuration. A detachable tablet meets all the criteria of a slate tablet but is designed to operate with a first-party keyboard designed specifically for the device.
IDC’s Worldwide Quarterly P ersonal C omputing Device Tracker gathers data in more than 90 countries and provides detailed, timely, and accurate information on the global personal computing device market. This includes data and insight into global trends around desktops, notebooks, detachable tablets, slate tablets, and workstations. In addition to insightful analysis, the program delivers quarterly market share data and a five-year forecast by country. The research includes historical and forecast trend analysis.
For more information, or to subscribe to the research, please contact Kathy Nagamine at 650-350-6423 or knagamine@idc.com.
About IDC Trackers
IDC Tracker products provide accurate and timely market size, vendor share, and forecasts for hundreds of technology markets from more than 100 countries around the globe. Using proprietary tools and research processes, IDC’s Trackers are updated on a semiannual, quarterly, and monthly basis. Tracker results are delivered to clients in user-friendly excel deliverables and on-line query tools.
Click here to learn about IDC’s full suite of data products and how you can leverage them to grow your business.
About IDC
International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. With more than 1,100 analysts worldwide, IDC offers global, regional, and local expertise on technology and industry opportunities and trends in over 110 countries. IDC’s analysis and insight helps IT professionals, business executives, and the investment community to make fact-based technology decisions and to achieve their key business objectives. Founded in 1964, IDC is a wholly-owned subsidiary of International Data Group (IDG), the world’s leading tech media, data and marketing services company. To learn more about IDC, please visit www.idc.com. Follow IDC on Twitter at @IDC and LinkedIn. Subscribe to the IDC Blog for industry news and insights: http://bit.ly/IDCBlog_Subscribe.
All product and company names may be trademarks or registered trademarks of their respective holders.